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HESTERBERG FORECASTS RAPID SHIFT IN CONSUMER VALUE DEMANDS IN ADDRESS AT 1993 AUTOMOTIVE NEWS WORLD CONGRESS

 DETROIT, Jan. 12 /PRNewswire/ -- Earl Hesterberg, vice president and general manager, Nissan Division of Nissan Motor Corporation U.S.A., predicted today that automotive companies that best meet American consumers' growing demands for high-valueedefining Value in the '90s," Hesterbe rg explained that the meaning of value has changed from being synonymous with "cheap" in the 1980s, to being defined as "quality at a fair price" today.
 "In the '80s, auto manufacturers around the world lost touch with their customers," said Hesterberg. "Everyone was chasing everyone else's latest, greatest hits. But along the way, we forgot to listen carefully to what our customers wanted.
 "In the '90s, quality differences have been minimized and the critical issue today is How much car can I get for my money?'" he added. "And it is the U.S. consumer who is the most demanding customer in the world in regard to this issue."
 Hesterberg went on to present the newly introduced 1993 Nissan Altima sedan as an example of a vehicle that was designed and developed to meet these attitude shifts among today's new car buyers.
 "These consumers are unified by a common desire for quality, features and style at an affordable price. In other words, value. Our research also showed a tremendous market for a vehicle which provided luxury without guilt,'" he said.
 The $13,000 Nissan Altima, which USA Today recently described as "the hottest 1993 model car out of the starting blocks," is setting Nissan sales records for the mid-size sedan segment.
 "The price of entry in any segment in the '90s is value," said Hesterberg. "The measure of success will be who does it better than everyone else."
 -0- 1/12/93
 /CONTACT: Nissan Public Relations, 310-314-5631; or Bob Thomas & Associates, 310-314-6600/


CO: Nissan Motor Corporation U.S.A. ST: California, Michigan IN: AUT SU:

JL-MS -- LA015 -- 4045 01/12/93 12:49 EST
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Date:Jan 12, 1993
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